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Business

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Developing marketing strategies for transnational service operations

Article Abstract:

Transnational marketing strategy in service businesses involves assessment of the potential success of international operations as a whole, and not selection of individual nations or markets for their potential profitability. The author explores issues including the differences between different types of services and he discusses three strategy-related perspectives.

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Wiring and growing the technology of international services marketing

Article Abstract:

The use and potential of technology in international services marketing is explored. The author offers the metaphors of "wiring" and "growing" to complement his analysis.

Usage, International business enterprises, Multinational corporations, Technology application, Technology

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Competitive advantage in international services marketing

Article Abstract:

The author discusses challenges relating to international services marketing with a focus on developing appropriate and relevant firm culture.

Editorial

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